Amazon Sponsored Brand Video Ads – All You Need to Know

In this blog, we discuss the most important aspects of the new Amazon Sponsored Brands video ads, including:

• What are Sponsored Brands Video ads?
• What are the requirements of using these ads?
• What can you learn from trying out Sponsored Brands Video with a dozen different brands?
• Amazon Sponsored Brands Video Best Practices
• How to Create an Amazon Sponsored Brands Video Ads Campaign  
• Eligibility for Amazon Sponsored Brands Ads  
• Reach Your Customers with Sponsored Brands Video Ads

What are Sponsored Brands video ads?

Amazon video ads have existed for years, but the new Sponsored Brands video ads seem to excite brands looking for clicks at a lower cost. They play automatically upon being viewable on the screen. They can be found on the bottom of Amazon’s search results page on both mobile and desktop devices. Our research shows that they are more common on mobile devices as opposed to on desktop. Sponsored Brands ads typically promote multiple products at the same time. These new ads, however, can be set up to promote only one product at a time, making them more versatile and valuable to Amazon sellers.

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Requirements & Specifications

Here is our list of do’s and don’ts when it comes to Sponsored Brands Video ad specs.

• DON’T: Use black or empty frames at the start or end of the videos.
• DO: Make sure that the Brands is active on Amazon’s Brand Registry.
• DON’T: Use any of Amazon’s branding. This is prohibited because it can confuse shoppers.
• DO: Include audio in all videos for a better shopping experience.
• DON’T: Mention star ratings or reviews in video ads.
• DO: Make sure that all ads are compliant with Amazon’s creative acceptance policies.
• DON’T: Use letterboxing/pillarboxing. Videos should not have bars on the sides.

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Amazon Sponsored Brands Video Best Practices

• The first 3 seconds of the video must be captivating to capture the attention of shoppers.
• Brands should consider making video ads for products that are not performing well as image ads.
• Sponsored brand video ads are great for affordable clicks and impressions.
• Not all shoppers have their volume turned on. And videos AutoStart with no sound. These are great reasons why all Sponsored Brand Video ads should have on-screen text/subtitles.
• Sponsored Brand Video ads are great for complex products.
• Video ads are far better at telling stories compared to static image ads.
• Creating a new ad campaign doesn’t have to be challenging. If you are already advertising on Amazon, use your existing ads to help create new video ads.
• Sponsored brand video ads often have cost-per-clicks (CPCs) as low as those of standard image ads. We predict this is due to the fact that Sponsored Brand video ads are still new and in relatively low demand. Therefore, brands should start taking advantage of these ads before the demand and cost of them rises.
• The optimal length for video ads is between 15 to 30 seconds. Try to find a healthy balance between being concise and informative, while still being engaging.
• Each Sponsored Brand video is different. Just because one 20-second video performs best, that doesn’t mean that the other video ads should be 20 seconds long. Take time to analyze the performance of each ad
• These ads display on both desktop and mobile devices, but they are most common on mobile.
• The more these ads are A/B tested, the better they perform. Consider these test ideas:
• Video length: 15 vs 20 seconds, 20 vs 25 seconds, 25 vs 15 seconds
• Focus of video: Branding vs benefits, benefits vs features, lifestyle vs branding
• Cost-Per-Click Bids: $1.00 vs $0.90, $1.00 vs $1.10, $1.10 vs $0.90
• Keywords: long tail vs short tail, many keywords vs few keywords, branded keywords vs non-branded keywords
• The most important KPIs to keep track of include:
• Advertising Cost of Sales (ACoS): ACoS helps advertisers to understand how many advertising dollars they are spending on average to make a sale. This metric speaks to the profitability and efficiency of the campaign.
• Cost per click (CPC): This is one of the main KPIs used by Amazon advertisers. Most ads on Amazon are on a cost-per-click basis, meaning advertisers are charged only when the ads are clicked.
• Cost per 1000 Impressions (CPM): Upper-funnel awareness metrics, like impressions, are just as important as lower-funnel conversion metrics like sales. CPM can be used to measure how much you’re paying to increase your brand’s product awareness among shoppers.

Creating an Amazon Sponsored Brands Video Ads Campaign  

Leveraging Amazon Sponsored Brand Video Ads has become an effective strategy for brands to enhance visibility and engage with potential customers. Crafting an impactful campaign involves understanding eligibility criteria, maximizing reach, and optimizing these ads to connect effectively with the target audience.

Eligibility for Amazon Sponsored Brands Ads

Amazon Sponsored Brand Video Ads offer a dynamic platform for brands to showcase their products through engaging visual content. However, eligibility criteria must be met to initiate a successful campaign:

• Brand Registry: Brands need to be enrolled in Amazon's Brand Registry to access Sponsored Brand Video Ads, ensuring authenticity and control over their listings.
• Quality Content: High-quality video content that complies with Amazon's guidelines is crucial. Videos should be relevant, visually appealing, and focused on showcasing the product's features and benefits.
• Adherence to Policies: Ensuring compliance with Amazon's advertising policies is essential. This includes adhering to content guidelines, avoiding prohibited products, and maintaining accurate and updated product information.

Reach Your Customers with Sponsored Brands Video Ads  

• Sponsored Brand Video Ads offer a compelling way to engage with customers and drive traffic to product pages. Here's how to maximize their reach:
• Targeted Audience: Identify and target specific demographics, interests, and shopping behaviors using Amazon's targeting options. Tailor the ad content to resonate with these audiences for higher engagement.
• Keyword Optimization: Incorporate relevant keywords in the video title, description, and associated metadata to enhance visibility and ensure that the ad reaches the intended audience.
• Budget Allocation: Efficiently manage budgets by monitoring performance metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Adjust budgets based on the ad's performance to optimize results.
• Continuous Optimization: Regularly analyze the campaign's performance metrics and make necessary adjustments. This includes tweaking targeting criteria, refining ad content, or adjusting bids to maximize ROI.

Creating a captivating and informative video ad is essential to grab the audience's attention. Highlight unique selling points, showcase the product in action, and emphasize how it solves a customer's problem or fulfills a need.

How We Can Help

Amazon Sponsored Brands Video Ads offer brands a powerful tool to increase visibility, engage with potential customers, and drive sales. By understanding eligibility requirements, reaching the target audience effectively, and optimizing campaigns, brands can harness the full potential of these ads to achieve their marketing objectives and stand out in the competitive Amazon marketplace.

Staying ahead of the trend and understanding the latest advertising options is important for all brands and sellers. We specialize in setting up, maintaining, and optimizing Amazon advertising campaigns. Request a consultation today.